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Investing.com -- Match Group (NASDAQ:MTCH) stock ticked up 0.4% Wednesday after the company announced the U.S. rollout of Face Check, a facial verification feature for its Tinder dating app aimed at confirming user authenticity and reducing fake profiles.
The new feature requires new users to take a video selfie within the app to verify they are real people and that their faces match their profile photos. Users who pass verification receive a Photo Verified badge. The system is already mandatory for new users in seven countries and California, with plans to expand across more U.S. states in coming months.
Match Group CEO Spencer Rascoff, who also heads Tinder, emphasized the company’s increased focus on trust and safety. "We’ve tested Face Check extensively and are confident in its positive impacts on the Tinder ecosystem," he said.
According to the company, early results from markets where Face Check has already launched show a 60% decrease in exposure to potential bad actors and a 40% decrease in bad actor reports. The feature also reportedly improved users’ perceptions of authenticity and trust.
The verification technology comes as dating apps face growing scrutiny over fake profiles. A 2024 McAfee study found that 42% of people reported encountering fake profiles or AI-generated photos on dating platforms or social media in the prior year.
Tinder remains the most popular dating app with over 4.4 million downloads in 2024, exceeding competitor Bumble by more than 1 million downloads. Match Group plans to introduce Face Check across its other dating apps in 2026.
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